Partner Loyalty: Engaged vs. Empowered

Partner Loyalty: Engaged vs. Empowered

One of the most enduring and contended challenges for organizations with indirect sales channels is the data and metrics used to measure channel performance. What metrics really matter? What don’t? Which vendors do we believe? And, is this really so complex that we need a scientist to make it meaningful? Forrester Research recently said that “the channel ecosystem is undergoing dramatic changes, and channel partners’ loyalty is up for grabs as a result.” AMEN! The first step toward eliminating outdated, overcomplicated methods and systems is to identify them. The Top Three Outdated and Misconstrued Methods for Measuring Channel Partner Performance Measuring in terms of leads generated. Measuring only in terms of deals registered or “new logos.” Measuring registrations, time spent or number of visits to a partner portal or website. Fortunately, the main culprit behind many of the channel’s outdated methods, ineffective data and lackluster business intelligence can be traced back to legacy systems and outdated technologies that are easier than ever to “rip and replace.” These platforms, most of which are categorized as PRM (partner relationship management) and TPMA (through-partner marketing automation) simply have not been able to keep up with the digital revolution or subscription economy — nor were they ever meant to. Four Metrics You CAN and SHOULD be Measuring for Channel Partner Performance An entirely new breed of channel technology is empowering suppliers and partners to be more productive together by focusing on three key areas: collaboration, content and customer success. The byproduct is a multitude…
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